Promoting porta potty services is critical to the success of your business because the demand of this industry changes seasonally. This helps to make sure businesses and individuals remember your porta potty rental service.
But, what gives you a better chance to stand out in the crowded porta potty rental market when the season arrives?
The solution — Google Ads.
Get ready to learn how to run Google Ads for Porta Potty Rental campaign.
Table of Contents
ToggleUnderstanding Google Ads
Google Ads is not just advertising; it’s a direct sales platform. It lets you connect immediately with potential customers actively searching for porta potty rental services in your area.
Here is an example of porta potty rental businesses investing in Google Ads:
This is also how your ads will come out. As you can see, these businesses are at the topmost results in that area.
You might think that these ads are competing against each other. Yes. But, in Google Ads, you can design ad copies that capture the porta potty rental customers’ focus.
You might also think — What if no one clicks on my ads? What about my investment? Will it be a waste? No. It is not a waste of money since you will pay only when someone chooses your ads. These people clicking on your ads are highly interested to know more about your porta potty services. As a result, these people will become your customers. You will learn more about this in the later sections of this blog post.
This article will guide you to successful marketing for your porta potty rental service.
Read further to know how you can apply the strategies for your business.
Unlocking Google Ads
To begin your Google Ads for Porta Potty Rental campaign, sign in to Google Ads. You will need your Google business account, otherwise, sign up for a new account.
Create Google Ads for Porta Potty Rental campaign:
Set Campaign Goals and Objectives
This part of the campaign setup will ask you what you want to achieve with your Google Ads campaign. There are many types of goals and objectives in Google Ads.
You can increase website traffic, generate leads, drive sales, or increase brand awareness.
For your Google Ads for Porta Potty Rental campaign, the primary objective is to generate Leads.
Leads will enable you to collect information (email address, phone number, or address) of your customers. They will submit a lead form. These leads will be counted as your conversions when they take action to rent units.
In Google Ads, you can track conversions to measure the effectiveness of your Google Ads for Porta Potty Rental campaign. These conversions are in the form of online bookings and phone calls resulting in rentals. You will be able to gather those important data once your campaign is running.
Other goals are set for other purposes:
- Sales are for driving sales if you are selling a physical product.
- Website traffic is to increase your website visitors.
- Awareness and consideration is for brand awareness and service consideration. This will increase your brand visibility in search results. Seeing your company name repeatedly builds trust and recognition even though a customer doesn’t rent on the spot.
The ultimate goal for your Google Ads for Porta Potty Rental campaign is to convert leads into actual rentals. Therefore, select Leads.
Boost Your Porta Potty Rental Business with Google Ads. Avail Our Free Expert Consultation Today!
Choose Your Campaign Type
You are done setting your campaign objective. Now, you will choose the type of campaign you want to run. Don’t get confused.
Campaign Type is just telling Google Ads how and where you want your Google Ads for Porta Potty Rental to appear.
For your Google Ads for Porta Potty Rental campaign, the most effective campaign type is Search.
People in need of portable toilets will go directly to Google Search to ask for porta potty rental companies within their location. Your Google Ads for Porta Potty Rental will appear on the Google Search Results Page (SERP) when users enter relevant keywords such as ‘porta potty rental’, ‘portable toilets’, ‘construction site restrooms’.
Search campaign type works well because the people actively searching are highly likely to be potential customers. You also have significant control over which keywords trigger your Google Ads for Porta Potty Rental and how much you’re willing to pay per click.
Other campaign types:
- Display — This is not as targeted as Search and could lead to wasted ad spend.
- Video — This is not always the most relevant for a service like porta potty rentals.
Search is generally the most efficient campaign type for direct lead generation for a local service especially porta potty rentals. Choose Search.
Campaign Name
Your porta potty rental company most likely caters to various businesses and organizations. This could include — construction companies, event planners, municipalities, disaster relief organizations, film and television productions, industrial sites, and so much more.
Separating campaigns will be highly beneficial. Naming these campaigns with their respective targets will help you track each performance easily, and allocate budget more effectively to campaigns that are performing better.
Add Business Information
Although it’s optional to enter your business name, it is so much better adding a name to it. It depends on you. But, you must provide your web page URL.
If you already have a website for your business, copy the URL that you want your online customers to visit to and paste it here. But, if you do not have a website, it is still possible to run your Google Ads for Porta Potty Rental campaign without it. Refer to this guide: How To Run Google Ads Without Website.
Landing Page
The web page URL you added to your business information is your landing page. Why is this so important?
Let’s think of this scenario:
- A construction company is looking for a porta potty rental service online. Using Google Search, they typed in “porta potty rental”. Your ad appeared at the top result. They clicked your ad.
What happens next?
They land on your website. They found what they are exactly looking for. They filled out a lead form. Requested a quote, scheduled a call. Boom! You got one conversion.
What happens further?
Using the information (email address, phone number) they provided on the lead form, you can opt them in to subscribe to your marketing emails for their future follow ups. Building a connection with your new customers will turn them to your regular and consistent customers.
Creating compelling ad copies is equally important as creating a strong landing page. The customers’ final decision would depend on what they see on your web page.
Your landing page must contain a Headline, Hero Shot Image or Video, Unique Selling Proposition, key benefits, Call-to-Action, Short Lead Form, Testimonials, and Address User’s Concern.
The image below shows one example of a porta potty rental business landing page:
Need assistance in creating your Landing Page? We can also help!
Determine Your Budget and Bidding Strategy
Budget
Your Google Ads for Porta Potty Rental campaign cannot run without a budget. Google Ads will recommend a daily budget, but you can also set your own based on your investment capacity. Generally, a higher budget allows for greater visibility (more frequent ad impressions), higher bids (improving your ad position in search results), and wider reach.
However, a larger budget alone does not guarantee success. Effective campaign management, a compelling landing page, strong ad copy, and relevant targeting are crucial factors that influence your ads’ success, regardless of budget size.
Bidding
As you are still a beginner to this platform, start with Clicks.
This provides the most control. It allows you to learn how your campaigns perform before implementing more automated strategies.
As you gather more data, experiment with conversions to potentially improve your results.
Target Your Audience
For your target locations, focus on your local area, where you can easily deliver your services.
- Show your Google Ads for Porta Potty Rental only to people in the places you serve. Use your city, town, or even specific neighborhoods.
- Be as specific as possible. Use ZIP codes or target areas within a certain distance of your business.
- Target areas with a lot of construction or popular event venues.
- Don’t waste money on ads in places you don’t serve. You can exclude areas where you don’t deliver your services.
Excluding areas you don’t offer rentals to will help you get more qualified leads. By targeting the right locations, your company will generate leads from potential customers you actually serve, increasing the likelihood of successful rentals.
Also, by not showing your Google Ads for Porta Potty Rental in areas you don’t serve, you will avoid frustrating potential customers who may inquire about rentals in areas you cannot fulfill. Avoiding situations where you cannot fulfill a service request helps maintain a positive reputation for reliability and customer satisfaction.
Specific Situations for Excluding Areas for your Google Ads for Porta Potty Rental campaign:
-
Limited Service Area
-
Rural Areas — If your company primarily serves a specific city or town and doesn’t have the resources to deliver to remote rural areas.
-
Suburban Areas — If it’s difficult for you to serve customers in the suburbs.
-
-
Geographic Limitations
-
Natural Barriers — Exclude areas separated by significant geographical barriers (e.g., large rivers, mountains) that would make delivery impractical or expensive.
-
-
Legal or Regulatory Restrictions
-
Zoning Regulations — Exclude areas with specific zoning restrictions that prohibit porta potty rentals.
-
Environmental Concerns — Exclude areas with sensitive environmental regulations that might pose challenges for waste disposal or unit placement.
-
-
Logistical Constraints
-
Traffic Congestion — Exclude areas with heavy traffic congestion that would significantly increase delivery times and costs.
-
Limited Resources — If your company has limited delivery vehicles or staff, you might need to exclude areas that are too far from your base of operations.
-
Instead of showing your Google Ads for Porta Potty Rental to everyone in the state, focus your Google Ads for Porta Potty Rental on specific cities and areas within your service area. This will help you reach the right customers and save money on advertising.
Don’t forget to only choose Presence: People in or regularly in your included locations.
Campaign Settings
For porta potty rental services, it’s best to only show your ads on Google Search.
Avoid showing your Google Ads for Porta Potty Rental on other websites in the Google Search Partner Network and the Google Display Network. Make sure to uncheck these options.
By doing this, you can save money. You won’t waste money showing your Google Ads for Porta Potty Rental to people who aren’t likely to become customers. You’ll also focus on the most relevant audience. You’ll reach people who are actively searching for porta potty rental service on Google.
Campaign Duration
Set the start and end dates of your campaigns based on these factors:
- Seasonality
- Peak Seasons — Spring (March-May) and Summer (June-August)
- Local Climate —Warmer climates may have longer peak seasons.
- Regional Events — Local festivals, concerts, and construction projects can significantly impact demand.
Use Google Trends to identify local demand patterns for “porta potty rental” in your specific area.
- Local Events — Consider extending campaigns during periods of high demand due to local events.
- Budget — Your budget will dictate how long you can sustain your campaigns at a given spending level.
-
Campaign Duration Strategy
- Start with a Trial Period — Run a campaign for 1-2 months to gather data on performance (clicks, conversions, CPC).
- Analyze and Adjust — Extend campaigns during peak seasons and periods of high demand. Reduce spending or pause campaigns during low demand periods to conserve budget. Continuously optimize bids, keywords, and ad copy based on performance data.
Ad Group
This ad group is focused on reaching customers in the construction industry. We need to use keywords that construction companies would use when they are looking for porta potty rentals.
After choosing your keywords, you can tell Google how closely you want your Google Ads for Porta Potty Rental to match those keywords.
There are four keyword match types in Google Ads:
- Broad Match — it catches many searches related to your keyword. Your ad can show for many different words similar to your keyword.
- Phrase Match — it catches searches that use the exact words in your keyword, but the order might be different.
- Exact Match —it only catches searches that match your keyword exactly or very closely.
- Broad Match Modifier — it catches searches that include all the important words in your keyword, but not necessarily in the exact order.
Negative Keywords
Negative keywords are words or phrases that you specifically don’t want to trigger your Google Ads for Porta Potty Rental.
- Examples for Porta Potty Rentals:
- “buy porta potty” (You’re renting, not selling)
- “porta potty for sale”
- “used porta potty”
- “clean porta potty for home” (Unless you offer this service)
- “install porta potty” (If you don’t offer installation)
- “porta potty parts”
- “porta potty cleaning services” (Unless you solely offer cleaning)
- “diy porta potty”
- “how to build a porta potty”
These are very important to add into your campaign setting as they will prevent your Google Ads for Porta Potty Rental from showing for irrelevant searches. It will save you money and improve your ad performance.
Use the Keyword Planner in Google Ads to find relevant keywords you might not have considered. This will also show how your chosen keywords are often searched for and how competitive they are. This helps you identify keywords that are both relevant and affordable to target.
Create Compelling Ads
Creating compelling ad copies makes you stand out from the crowd. Your Google Ads for Porta Potty Rental must grab attention and make a strong first impression.
Your ads should clearly communicate the value proposition of your services. Why should someone choose your company over competitors?
Compelling ads are more likely to be clicked on, leading to higher click-through rates (CTR).
High-quality ads often lead to higher Quality Scores, which can lower your cost-per-click and improve your ad rankings. And, even if someone doesn’t click on your ad immediately, a well-crafted ad can help increase brand visibility and recognition.
Ad copies include:
- Final URL
- Descriptions
- Sitelinks
- Callouts
This is how your Google Ads for Porta Potty Rental will appear on a desktop view:
This is also how your Google Ads for Porta Potty Rental will appear on a mobile view:
Lead Form
A Lead Form is a short online form that is used to collect information from your potential porta potty rental customers.
They help you get contact information from potential customers. You can then use this information to contact them and turn them into paying customers.
Lead forms make it easy for people to contact you.
For your porta potty rental business, a lead form might ask for:
- Name
- Phone number
- Email address
- Rental date
- Number of porta potties needed
- Event type (if applicable)
- Delivery address
Get More Bookings! Start Your Google Ads for Porta Potty Rental Now!
Schedule Your Free Google Ads Consultation
Campaign Performance Analysis
Monitor and Optimize Your Campaigns
Tracking and monitoring your campaigns is very important to measure your campaigns’ success. You will also be able to identify areas for improvement, gain valuable insights, demonstrate your ROI, and optimize towards high-performing campaigns while discontinuing or adjusting underperforming ones.
How this is done:
- Check your ads often — Look at how many people see your Google Ads for Porta Potty Rental (impressions), how many people click on them (clicks), and how much you’re spending each day.
- See what’s working — Find out which ads are getting the most clicks and which keywords are bringing in the most customers.
- Look at your costs — Make sure you’re not spending too much money for each click or each customer.
- Improve your ads — If some ads are getting more clicks, try to use similar wording in other ads.
- Use better keywords —Add new keywords that are getting a lot of searches and remove keywords that aren’t working well.
- Adjust your budget — Spend more money on ads that are working well and less money on ads that aren’t.
The image below shows a forecast of a Google Ads for Porta Potty Rental campaign. The dates are set during spring in Los Angeles, CA. This campaign duration tends to be a particularly busy season for both construction projects and social events. These are very rough estimates by Google and margin for error can be half of what Google says you’ll get in terms of conversions.
Key Takeaways
Google Ads can significantly boost your porta potty rental business. You can increase your bookings and grow your revenue by effectively targeting potential customers and creating compelling ad copies.
To achieve the best results, consistently monitoring and optimizing your Google Ads for Porta Potty Rental campaigns are essential. If you’re too busy managing your business to dedicate the time required for effective campaign management, our team of experts can assist you.
We have a proven track record of helping businesses like yours succeed in their advertising efforts. To learn more about our successful campaigns, visit our Case Studies Page on YoYoFuMedia.
Ready to get started? Schedule a free consultation with us today.